Source: San Francisco Examiner Contact: http://www.examiner.com Pubdate: Sun, 15 Feb 1998 NATION TO KIDS: DON'T SMOKE We must counter Big Tobacco's persuasion and manipulation, which have built a profitable market of 4 million teenage smokers THINK OF teenage smoking as a tug-of-war between tobacco companies and the forces of sanity. For years, the battle rope has been pulled in the direction of Big Tobacco, which has built an army of more than 4 million smokers between the ages of 12 and 17. The success of the tobacco industry in recruiting new smokers shows that advertising and other forms of persuasion work. Every day, 3,000 more kids start smoking. Nearly nine of 10 of those kids smoke one of the three most heavily advertised brands - Marlboro, Camel or Newport. One answer is to stop - or greatly reduce - the images of hip, happy smokers teenagers see. Eliminate ads in magazines that appeal to kids, end tobacco endorsements of sporting and entertainment events teenagers watch. Prohibit tobacco billboards near schools. Equally important, according to advocates such as the Campaign for Tobacco-Free Kids, are ad campaigns that promote the no-smoking message in a variety of ways: That smoking is unhealthy, that it's uncool and that it's something athletes and other role models don't do. Teenagers also respond to ads that show tobacco companies for what they are: mass manipulators. Another combat technique is raising cigarette prices. For each 10 percent price increase, there's a 7 percent decrease in new smokers. A bill introduced last week by Sen. Kent Conrad, D-N.D., could be a great discourager of new teenager smokers - it raises the tobacco tax by $1.50 a pack. Under the proposed $368 billion tobacco settlement, if the industry fails to meet its target of cutting teenage smoking by 60 percent, Big Tobacco simply pays a fine and continues with business as usual. Existing laws prohibiting the sale of cigarettes to minors need to be enforced and strengthened. Congress must let the Food and Drug Administration regulate nicotine as a drug. And sales pitches - such as Joe Camel - with a clear appeal to kids should be made a federal crime. In the tobacco tug-of-war, government shouldn't be gentle. In pursuit of profits, the other side uses its persuasive power to lure kids to a life of smoking - and good odds of a premature death. )1998 San Francisco Examiner Page C 14